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The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two: Violate Them at Your Own Risk (Englisch) Taschenbuch – 27. April 1994

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Taschenbuch, 27. April 1994
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Wird oft zusammen gekauft

  • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two: Violate Them at Your Own Risk
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  • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
  • +
  • Positioning: The battle for your mind. How to be seen and heard in the overcrowded marketplace
Gesamtpreis: EUR 42,85
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Synopsis

This marketing guide provides marketing executives with the tools and techniques they need to put forces to work on the side of their products. Each of the 22 laws is described in detail and backed up by numerous examples of what worked and what didn't in the international marketplace.

Über den Autor und weitere Mitwirkende

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.



Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.


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Format: Taschenbuch
Trout and Ries are two of the most far-thinking individuals extant in the world of marketing. However, to get the most out of their later works (and, as well as this book, I highly recommend "The 22 Immutable Laws of BRANDING" by Ries and his wife), it is best to read them in the sequence in which they were written. If you don't understand "positioning" you may very well not follow the analytical process which continues with these "sequels", as evidenced by some of the negative comments from readers. First, one has to differentiate the process of "marketing" by which is meant the bringing to market, or distribution, of a product or service, and "marketing" by which is meant promotion and advertising. Microsoft and USA Today are not successful because of their advertising or promotions, but because of the manner in which their products are distributed. What these books deal with is how companies promote themselves, not distribution channels which which create an advantage in a given industry. The books deal with the establishment of an identity, a position, which will be good for years to come, not with campaigns which may increase sales in a given quarter. Why these books are so important is because, if one doesn't understand the basic concept of positioning, and the rules which logically follow it, one could easily create campaigns (or develop products to be promoted under a brand name)which actually harm or destroy the company's position in the mind of the consumer. Books by Trout and Ries should not only be required reading for those in promotion/advertising, but for all executives.
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... und das sicherlich zurecht. Hierin findet sich fast Alles zum Thema Marketing (zum damaligen Stand) zusammengefasst.
Wer Marketing studiert bzw. studieren will oder sich beruflich damit beschäftigt, sollte das Buch auf jeden Fall mal gelesen haben.
Definitiv ein gutes Fachbuch, wenn auch an manchen Stellen schon wieder überholt, und eher wenig unterhaltsam ;-) (eben kein Roman)
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Format: Taschenbuch
It is filled with out-of-date stories and predictions: USA Today will flop; The Commodore Amiga computer is a giant success; Hayes Modems were first and so are the leading brand; No one predicted the fall of Communism (Oh what about National Review and Bill Buckley); And most ridiculous of all -- Microsoft's strategy to beat Lotus, Word Perfect and Harvard Graphics will likely fail because it is brand extension."Brand extension" is the Ries and Trout's anathema. Every corporate marketing failure in their view comes from extending the brand name.It seems to me that Ries and Trout are right. They have overextended the "Ries and Trout" brand name by tacking it on to this "borrow-your-watch-to-tell-you-what-time-it-is" collection of contradictory war stories.
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Format: Taschenbuch
The book has useful information and is very straightforward and to the point. But, the examples used are so outdated that it is difficult to determine whether some of the ideas apply in today's technology-driven marketplace. One example states that Microsoft is setting itself up to fail like IBM because it is not concentrating on just operating systems. Anyone knows that not only did Microsoft not turn into IBM, but IBM also has turned things around by changing and expanding product lines. Such examples make it seem like the authors don't know what they're talking about, but I think they do -- it just needs updated info.
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Any person with three or more years in the marketing and/or communications business could have wrote this book. Formula = recite an issue you have faced + state the result + develop a "law" based on the result + repeat the issue you faced for reinforcement = Aren't I smart. No, they are not smart. I found several of their laws did not apply to situations I have lived through, leaving me hard pressed to call them laws, but rather suggestions. I struggle to even give this book a one. If you are interested in a true "handbook" to marketing read Harry Beckwith: Selling the Invisible.
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Save money. Take a pass on your MBA Marketing degree and just read all the books by Al Ries & Jack Trout. Especially this one, followed by Bottom Up Marketing, and then Positioning: The Battle for Your Mind.
I have read this book at least 5 times (and portions of it even more) and am even more impressed every time. Furthermore, I started a business based on these Laws of Marketing, and can vouch for the wisdom that these gentlemen have been kind enough to share.
This is an absolute CLASSIC that is absolutely riveting! Don't miss it.
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I expected this book to lay out rules of marketing, to help with a marketing department. All that i found was the author's shoehorning their 'laws' into each successful business. For instance: HP, perfect marketers. IBM: poor marketers. Why? HP diversified into the laser jet business when their strength was computers. IBM diversified from the mainframe, which was a mistake. The 'laws' are self-contradictory. There is no way i would know how to make a marketing decision after reading this book. Talk about arm-chair quarterback management.
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